Let’s see what this week’s numbers say about online advertising, shall we?
- According to eMarketer, from 2014 to 2021, spending on non-video programmatic digital display ads in the US had compound annual growth of 27.3%. In 2022, that screeched to a halt, and spending actually declined 2.7%. In 2023, it will effectively be flat at $58.49 billion. Even though advertisers’ preference for video keeps growing, most publishers remain heavily reliant on banner ads.
- Also on eMarketer, find this report on Meta. The company accounts for 19.5% of US digital ad spend, despite US adults spending only 7.6% of their time with digital media on the platform, according to our forecasts. Meta is making much more per hour spent with Facebook and Instagram per person ($0.93) than YouTube ($0.13) or TikTok ($0.16), per our forecast. Some 37% of US Facebook users and 35% of Instagram users will buy on the platforms this year, per our forecast. Meta is ahead of the game with user data, ad placement, and trackable ROI.
- A recent report from GWI indicates that 31% of social media users in the US in Q1 said they typically find out about new brands/products via ads on social media, representing a 40% hike from the proportion who did so in Q2 2020. Moreover, the percentage who typically discover new brands/products via social media posts is up by 36% to 28%, while the proportion who find out about new brands/products through sponsored posts on social media has also climbed by 36%, to 17%.
